The Indian Public Relations (PR) industry has reached a new milestone, recording ₹2,500 crore in revenue for FY 2023, reflecting an impressive 19% year-on-year growth—well above the global average. According to the latest SPRINT: Study of Public Relations Insights, Nuggets, and Trends 2024-25, released by the Public Relations Consultants Association of India (PRCAI), the industry is evolving rapidly, driven by AI integration, purpose-driven communication and regional storytelling.
The report forecasts a compounded annual growth rate (CAGR) of 12.8%, with the industry expected to reach ₹4,570 crore by 2030. Notably, 90% of business communicators now prioritize business impact over traditional media coverage, leading to a projected increase in PR budgets to 15.7% of total marketing spending.
AI is reshaping the PR landscape, enhancing research, content creation, and automation. However, concerns over misinformation and deepfakes highlight the need for ethical AI implementation and human oversight to maintain trust and credibility.
Brands increasingly align their messaging with sustainability, diversity, and inclusion, with purpose-driven PR becoming a key focus area. However, the report warns against greenwashing, emphasizing the importance of authentic and impactful storytelling.
Hyperlocal engagement is becoming a cornerstone of PR strategies, with 88% of PR professionals acknowledging the importance of cultural nuances in communication. Influencer marketing is also a significant growth driver, contributing 18% of industry revenue in FY24.
Despite strong growth, talent acquisition and retention remain major challenges. The report identifies work-life balance, competitive compensation, and career progression as key factors in employee retention. With Gen Z professionals reshaping workplace dynamics, firms are urged to prioritize flexibility, recognition, and purpose-driven work environments.
The PRCAI SPRINT 2024-25 study, based on insights from 220 industry professionals, including senior leaders, mid-level executives, HR heads, and finance leaders, provides a comprehensive view of the evolving PR landscape.
As PR firms increasingly embrace data-driven and tech-enabled strategies, the industry is poised for sustained growth. AI-powered storytelling, hyperlocal campaigns, and authentic, purpose-driven branding will shape the future of PR, making it a key driver of business success in the coming years.